Research Article
The Driving Factors for Online Impulse Buying on Shopee Marketplace at The Faculty of Islamic Economics and Business
@INPROCEEDINGS{10.4108/eai.20-10-2021.2316371, author={Abdul Malik and M Yunus and Rafidah Rafidah and Nurfitri Martaliah and Sri Rahma and Nadia Febrianti Zakaria and Ranti Eka Safitri}, title={The Driving Factors for Online Impulse Buying on Shopee Marketplace at The Faculty of Islamic Economics and Business}, proceedings={Proceedings of the 4th International Colloquium on Interdisciplinary Islamic Studies in conjunction with the 1st International Conference on Education, Science, Technology, Indonesian and Islamic Studies, ICIIS and ICESTIIS 2021, 20-21 October 2021, Jambi, Indonesia}, publisher={EAI}, proceedings_a={ICIIS AND ICESTIIS}, year={2022}, month={2}, keywords={gender internet addiction promotion materialism hedonistic shopping motivation and impulse buying online factors}, doi={10.4108/eai.20-10-2021.2316371} }- Abdul Malik
M Yunus
Rafidah Rafidah
Nurfitri Martaliah
Sri Rahma
Nadia Febrianti Zakaria
Ranti Eka Safitri
Year: 2022
The Driving Factors for Online Impulse Buying on Shopee Marketplace at The Faculty of Islamic Economics and Business
ICIIS AND ICESTIIS
EAI
DOI: 10.4108/eai.20-10-2021.2316371
Abstract
The purpose of this research is to find out the influence of gender, internet addiction, promotion, matrealism nature, and motivation of hedonistic shopping towards online impulse buying on shopee marketplace among students Islamic Economic and Business Faculty of UIN Jambi. The analysis unit of this study is a student of the Faculty of Islamic Economics and Business UIN Jambi with a non-currible population and a sample of 97 people. The analysis method in this study is the quantitative method because this research accommodates the form of numbers and statistical processing. Based on the results of research that has been done, obtained data from a number of five independent variables used, there are two variables that have no significant effect on online impulse buying, namely gender variables and internet addiction, while the other three variables namely promotion, materialism, and motivational shopping hedonists have a positive and significant effect on online impulse buying.